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Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
Action Connect!on
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Action Connect!on
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Action Connect!on

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  • 1. SESSION 4: Search Marketing<br />18th June 2009 10.00am<br />Presented By: Cristina Sagarduy<br />
  • 2. Before we start…<br />Phones: Please ‘MUTE’ all phones <br />Mobiles: Please turn-off or move these AWAY from your desk phones<br />Questions: Please write down any questions and email sasha.duffitt@omd.com<br />
  • 3. Today’s agenda<br />What is Search?<br />Defining Search Engine Optimisation (SEO)<br />Defining Paid Search Engine Marketing (PPC)<br />Defining & delivering Search excellence<br />OMG Search product<br />How to sell search<br />
  • 4. What Is Search?<br />4<br />Google’s Mission:Organize the world&apos;s information and make it universally accessible and useful.<br />
  • 5. Search: One of the most popular online activities<br />74.2 billion<br />Internet searches conducted worldwide in June 08; that’s 11.1 searches for every person on Earth, in one month.<br />If every search were a mile, we’d go to the sun and back nearly 5 times every year.<br />Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, Wikipedia.org. <br />5<br />
  • 6. Search will be 7% of EMEA media market by 2010<br />EMEA Total Media Market<br />EMEA Internet Ad Spend<br />CAGR 4.8%<br />CAGR 21%<br />$130bn<br />$156bn<br />$11bn<br />$19bn<br />8%<br />14% internet<br />49% search<br />43%<br />2010<br />2007<br />2010<br />2007<br />Search represents nearly half all online ad spend in EMEA<br />6<br />Sources: PriceWaterhouseCoopers Global Media and Entertainment Forecast 2007-2011<br />
  • 7. What drives consumers to Search? <br />67%of online search users are driven to search for information about a particular company, product, service or slogan by an offline channel <br />37%<br />30%<br />20%<br />39%<br />63%of searchusers who research online, purchase offline<br />40%<br />Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.<br />
  • 8. Searchengines: who are the players? <br />
  • 9. Searchengines – the leader isonly one<br />Source of data:gemius/Traffic[09.09.2008 – 06-10.2008]<br />NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.<br />Then an average from the percentage of visits is calculated for every search engine.<br />
  • 10. Search engines<br />Neti.eevs. Google in Estonia<br />Google in selectedcountries<br />April 2008<br />Google is not only the leader in most of the CEE countries, but also strengthens it&apos;s position.<br />Source of data:gemius/Traffic<br />NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.<br />Then an average from the percentage of visits is calculated for every search engine.<br />
  • 11. Google is the market leader in search<br />Czech R.<br />31%<br />Turkey<br />90%<br />Hungary<br />95%<br />Romania<br />73%<br />Poland<br />92%<br />Slovakia<br />52%<br />Ukraine<br />64%<br />Latvia<br />97%<br />Bulgaria<br />56%<br />Croatia<br />72%<br />Lithuania<br />97%<br />Estonia<br />63%<br />Sources: Gemius CEE, Ipsos Mori surveys<br />
  • 12. Search Marketing: What is it? <br />Pay Per Click<br />Search Engine Optimisation<br />
  • 13. What is Search Engine Optimisation (SEO)?<br />Forget the hype, SEO is about the process of making great web sites that earn traffic and convert visitors into customers<br />Increasing visibility in the Search engines natural listings<br />
  • 14. Organic Search Results<br />
  • 15. In a Nutshell<br />Content<br />Ranking<br />Quality<br />Is to achieve a high, stable and long term presence at the top of the engines for phrases which have both high volume and which convert well<br />Relevancy<br />
  • 16. Advantages & Disadvantages<br />Lack of Control<br />Difficult to get listed in<br />the top results for<br />competitive phrases<br />Traffic – <br />page ownership<br />Brand visibility<br />Investment needed<br />long term<br />Difficult to estimate the<br />return on investment<br />
  • 17. Paid Search <br />Paid Search is Consumer Initiated Advertising – Advertising that is consumed proactively and triggered by a search query<br />PaidSearch<br />
  • 18. Paid Search : Google AdWords<br />Top sponsored ads: Up to 3 listings<br />Sponsored “Paid” Advertising<br />Advertisers can bid on these positions<br />Side sponsored ads: Up to 8 listings<br />
  • 19. How Paid Search Works?<br />Auction<br />Positioning<br />Click<br />Advertisers bid on different combinations of search queries in, what is effectively, an auction<br />Their position in the listings depends upon many factors including relevancy and bid price<br />The advertisers pays each time their ad (link) is clicked on<br />1<br />2<br />3<br />
  • 20. How the auction works: Google Quality Score<br />Contributing factors:<br />CTR of account<br />CTR of keywords<br />Ad text relevancy<br />Relevancy of landing page to the keyword and Ad Copy <br />Historical keyword performance<br />Other relevancy factors<br />Max CPC bid x Quality Score = rank/position<br />High Quality Score = Lower min. Cost per Click (CPC)<br />
  • 21. Time of Day<br /><ul><li>3 AM – 7 AM
  • 22. 7 AM – 11 AM
  • 23. 11 AM – 2 PM
  • 24. 2 PM – 6 PM
  • 25. 6 PM – 11 PM
  • 26. 11 PM – 3 AM</li></ul>What/Who Can You Target?<br />Day of Week<br />Choose which days you <br />want your ads to run<br />Geography<br />Countries, cities, areas and language<br />Gender (content only)<br />Age Group (content only)<br /><ul><li> 18 – 25
  • 27. 25 – 35
  • 28. 35 – 50
  • 29. 50 – 65
  • 30. 65+</li></li></ul><li>The Power of Paid Search: Precision<br /><ul><li>Proactive Consumption: consumers seek out and indicate an active interest in specific content, products and/or services
  • 31. Mass Customization: marketers can display a different listing to each consumer based on the perceived intent of his/her query
  • 32. Instant Point-of-Need Direction: marketers can instantly direct interested consumers to a specific destination based on the query where they can engage with the brand
  • 33. Dynamic, Performance-Based Pricing: marketers name their price in real-time and pay only for actual traffic delivered to their website. </li></li></ul><li>Paid Search: Contextual targeting <br />
  • 34. Example Contextual Ad<br />Article about how the way you hold your glass reveals your personality:<br />Google Content Network ads below the article at bottom of the page:<br />24<br />
  • 35. Search versus Contextual targeting <br />
  • 36. Running a Paid Search Campaign<br />
  • 37. How Do You Run a Paid Search Campaign?<br /><ul><li> Think of your objective (DR vs. Branding)
  • 38. Select relevant Keywords
  • 39. Write relevant Ad-Copy
  • 40. Choose the most appropriate Landing Page
  • 41. Set bid price according to priorities (it’s an auction)
  • 42. Track overall performance and at a keyword level
  • 43. Evaluate & Optimise continually</li></ul>| Proprietary & Confidential<br />27<br />
  • 44. Small Car Generics<br />Brands<br />Basic Elements of Search<br />KEYWORD A singular word or phrase that is triggered based on what users type into a search engine – “search query”. This query reveals the users intention. Linking the right keyword, ad text and landing page to the query is the key to a successful paid search campaign.<br /> Search using the keyword nissan, sometimes containing other generic keywords but does not reference the name of a car model<br /> Keywords contain no reference to nissan or a nissan car model but relates to some kind of small car <br />definition<br />keywords<br /> nissan, nissan car, new nissan car <br /> small car, compact car, city car <br />Nissan - Small Cars<br />Simplify the city by driving a Nissan <br />Small Car! Order a brochure today!<br />www.nissan.co.uk<br />Nissan – Official Site<br />Check out the Nissan range.<br />Great value, affordable prices<br />www.nissan.co.uk<br />Max Bid<br />copy<br />landing page<br />
  • 45. Management, Tracking & Evaluation<br />Paid Search Technology<br />Measure your results real time<br />Tracking across media<br />Time of the day<br />Day of the week<br />Automate Bid Strategies <br />Understand path to conversion <br />Schedule and rotate Ad Copy <br />Testing; landing page, ad copy, keywords <br />Dynamically insert price points <br />Forecasting <br />Brand monitoring<br />Key players<br />
  • 46. OMGSearch Product<br />
  • 47. The OMG Search Product<br />Fully Integrated<br /><ul><li>Across media channels
  • 48. TVand Radio </li></ul> Strength & Depth of Resources<br /><ul><li>Experienced teams
  • 49. Broad & consistent network
  • 50. Significant supplier leverage </li></ul> Maximum Agility<br /><ul><li>Strong budget management across media
  • 51. Immediately focus on high performing elements
  • 52. Exploit & manage demand & product changes </li></ul>Technology<br /><ul><li>Full path to conversion tracking
  • 53. Integrated with display and other digital activities
  • 54. Optimise ROI to set KPIs
  • 55. Maximise quality score</li></ul>Transparency <br /><ul><li>Weekly report&Search Dashboard
  • 56. 24/7 reporting access to account </li></li></ul><li>USP Integrated: We extract maximum value from every single query<br />Holistic optimisation<br />process<br />Consumer behaviour<br />informs media strategy<br />Sales<br />Systematic, holistic approach drives engagement & leverages all channels<br />
  • 57. Selling Search <br />
  • 58. Who can benefit from search<br />Search Marketing<br />Inform / Educate<br />E-commerce<br />Branding<br />Testing<br />To inform and / or educate customers addressing them to specific content on / parts of the site<br />Drive customers to the site to convert into actions (i.e. Sales, Registrations, etc)<br />Create direct brand awareness or against competitors<br />Testing platform (i.e. Messaging, )<br />
  • 59. Different KPIs for different clients <br />Goal<br />Sales<br />ROI<br />Leads<br />Sign Ups<br />Branding<br />User Action<br />High Purchase Volume<br />Sales with high profit margin <br />Enquiries / phone calls<br />Email address / form submission<br />Increased searches / impressions / unique visitors<br />Direct response<br />
  • 60. Different actions for different goals<br />Branding<br />Direct response (ROI)<br />Focus on visibility and messaging not immediate sales<br />Gain clicks where the user will buy!<br />How?<br />Focus on ‘purchase’ stage of buying cycle<br />Use unambiguous keywords<br />Action driven ad text<br />Deep link to specific landing page<br />Base bidding on margins<br />How?<br />Focus on ‘awareness’ stage of buying cycle<br />Use general industry keywords<br />Brand driven ad text<br />Base bidding on position and relevancy<br />
  • 61. Things to know before selling search <br />Finance, E-commerce & Travel clients are key sectors for search<br />Search is labour intensive, needs constant optimisation<br />Results are not guaranteed (specially SEO); positions, CPCs, CPAs<br />Consumers are prompted to search by external factors integration is a key selling point<br />Technology adds additional cost and additional labour <br />Customer from travel and e-commerce are more advanced and can be demanding <br />Transparency is key in search and can become a great selling point in CEE<br />
  • 62. How to sell search <br />Understand your client use of search (and your client) <br />Highlight Search Unique Selling Points<br />Proactively consume <br />Immediate; instant results <br />Flexible <br />Customisable<br />Measurable; It can work to a set target <br />Show <br />examples of campaigns, copy and keywords with your client website and copy <br /> how other people is using search<br />success metrics and how they will be optimise<br />Reporting <br />Scale of search regionally/globally <br />
  • 63. Typical Search Remuneration Models<br />Percentage Spend<br />Clients new to search and with good growth potential<br />Working with open budgets<br />Clear objectives<br />Tier structure<br />Clear Service Level Agreement <br />Retainer<br />Branding clients<br />Clients with Fixed budgets<br />Clear Service Level Agreement <br />Retainer + performance<br />CPA driven customers<br />Open budgets <br />Proven search results<br />Clear Service Level Agreement <br />Other chargeable fees <br />Set up fee<br />Technology cost <br />
  • 64. In summary <br />Approximately 80 billion Internet searches are performed worldwide each month<br />Search in EMEA is a $9 billion industry making it a vital part of the media mix<br />Search is close to 50% of the overall online ad spend in EMEA<br />Search is consumer initiated (demand driven)<br />Google is the clear market leader and is continuing to grow<br />Offline media should be planned and integrated with Search given its enormous impact<br />Search serves most purposes: creating awareness, lead generation and / or customer acquisition. Setting the right KPIs is essential for measurement and ensuring continued success<br />Search is highly measurable, targeted, customisable and it delivers fantastic results!<br />
  • 65. SESSION 6:Social & Viral Media<br />22nd June 2009 10.00am<br />Presented By: Duncan Pointer & Remi Adjani<br />

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